What does a promotional plan include?

A promotional plan is a comprehensive document that outlines how a company intends to market its products or services to its target audience. It effectively serves as a roadmap for promotional strategies, incorporating essential elements such as target markets and promotional objectives.

Including details about target markets allows the company to define who its marketing efforts will focus on, ensuring that promotions resonate with the right audience. Similarly, promotional objectives are critical as they set specific, measurable goals that the promotions are intended to achieve, such as increasing brand awareness or boosting sales during a particular period. Thus, incorporating these elements ensures that the promotional activities are aligned with overall business goals and are effectively designed to engage potential customers.

The other options pertain to aspects that do not fit the central focus of a promotional plan. For instance, product warranties and discounts are specific promotional tactics but do not encapsulate the broader strategic components of a promotional plan. Strategies for employee training and performance review relate more to human resources and operational effectiveness rather than direct marketing efforts. Finally, focusing solely on advertising without incorporating sales strategies misses the comprehensive approach that a promotional plan requires, which includes various tools and techniques to drive sales in addition to mere advertising.